Adapting to Mobile Email Marketing

In this day and age, email marketers must learn to adapt their strategies for mobile email marketing. It’s true that email marketing is still one of the most efficient ways to reach your audience, and that there are still a lot of desktop users, but the number of people who access the Internet and read their mails on a mobile device has started to overtake desktop users, so failing to optimize your strategy for mobile email marketing is ignoring the needs of a large potential userbase.

If you’re not familiar with the specific differences between marketing to a conventional desktop user and a mobile one, here are a few things that you need to pay attention to:

The Mobile Device

Desktop users have access to large screens, some even using multiple large screen monitors to extend their desktops beyond the scope of a single monitor. Mobile users don’t have the same privilege, as they have to contend with a small screen with no option to go beyond it. This means you have to find the sweet spot between your text and images being large enough to make it visible and legible on a mobile device, while also ensuring that it’s not too large that it requires multiple scrolling to get the message across.

For images, as much as possible you have to ensure that it can be seen in its entirety on a mobile screen. In cases where it must be larger than the screen real estate available, you should always provide visual cues that make it easy for the user to realize that scrolling is needed.

For text, especially in subject lines, ensure that it isn’t too long that it requires sideways scrolling. It’s fine for people if their reader turns things into pages that you have to read sideways, as that’s what conventional books do – but if they only need to scroll sideways to read a few straggling text, it becomes tedious.

The Audience

Sometimes people’s preference in the device they use to read their emails is indicative of other things that you can use to categorize them. For instance, desktop users usually have more time and will be willing to explore every nook and cranny of your message, as they are almost always sitting on a chair comfortably while using the PC, either at home or at work. Whereas mobile users are usually using their devices on the go – during commute, in public places, while talking to people – so their attention is divided and won’t have the ability to focus exclusively on your mail. This plays into how you craft your messages and how you present your information.

The Location

With desktop users, you don’t really need to know much about the user outside of his country of origin, just to get basic things like language preference and possibly some broad culture-specific things. However, mobile devices now come equipped with location-tagging capabilities that will help you target audiences with pinpoint accuracy based on their geophysical location. For instance, you can send out mails advertising the latest fastfood promo to people who are working across a branch of said fastfood. Or you can blast advertisements about cold drinks to people who are in a city currently suffering from a heat wave. It will require a little bit of technical fiddling but nothing that a decent email marketing program couldn’t do.


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